The UK government is promoting the National Minimum Wage and Living Wage increase in a new campaign via mobile game ads, encouraging people to check that they are being payed correctly.
Targeting younger workers, who are more likely to be on National Minimum Wage, the 15-second animated ads will run during natural pauses in the gameplay. Using a so-called ‘reward video’ format, gamers will be incentivised to watch the full clip, in exchange for in-game bonuses.
The National Minimum Wage was raised to £9.50 per hour on 1 April, the largest-ever single rise, due to the current cost-of-living crisis gripping the country and the wider world at large.
The increase in the National Minimum Wage is set to benefit around 2.5 million people, allowing a full-time worker to earn £1,000 more a year.
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Further messaging will urge people to check their hourly rate of pay, and to check for any deductions or unpaid working time.
“Put simply, this is real life, not The Sims – and businesses need to pay their staff the legal rate following the minimum wage uplift, to pass on the extra coins,” Labour Markets Minister, Paul Scully said.
“We’re taking action with mobile game adverts to ensure UK workers know how to check their pay and make sure they aren’t being short-changed.
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